RepAir Carbon is tackling one of the hardest parts of decarbonisation: capturing diluted CO₂ emissions and atmospheric carbon at scale. Their goal is to deliver a modular, high-efficiency system that can be deployed in industrial sites and direct air capture settings. This meant crafting a brand that reflected both the rigour of the technology and its ambition to move quickly at global scale.
We defined the brand strategy from the ground up, shaping RepAir’s purpose, positioning, personality and proposition before building a visual and verbal identity to match. Inspired by airflow and motion, the design system reflects the continuous process of air being drawn in, purified and released. The logo captures this cycle of transformation, while the palette blends industrial texture with open-sky tones to represent both precision and possibility. The visual language extends across product, digital and investor communications, supported by a tone of voice that balances technical credibility with human ambition.
RepAir Carbon’s new brand has become a clear expression of what industrial climate innovation can look like. Since launch, the company has secured a $15 million Series A investment to accelerate commercial-scale production of its low-energy carbon capture units, which operate with up to 70% less energy than traditional systems. The technology is now part of large-scale demonstration partnerships, including the Pelican DAC Hub in the United States, signalling a major step towards gigaton-level carbon removal. With a brand built around clarity, motion and purpose, RepAir Carbon continues to lead with confidence as it scales solutions for a cleaner future.
Purpose / Positioning / Proposition / Brand strategy / Narrative / Tone of voice / Logo / Visual identity / Brand systems / Art direction / Illustration / Brand activation / Guidelines + toolkits
Lee Fairbrother
Nick Gardner
Joe Gardner
Emma Judd
Hannah Gander
Abby Nicholl
Matthias Hoegg
Purpose / Positioning / Proposition / Brand strategy / Narrative / Tone of voice / Logo / Visual identity / Brand systems / Art direction / Illustration / Brand activation / Guidelines + toolkits
Lee Fairbrother
Nick Gardner
Joe Gardner
Emma Judd
Hannah Gander
Abby Nicholl
Matthias Hoegg
RepAir Carbon is tackling one of the hardest parts of decarbonisation: capturing diluted CO₂ emissions and atmospheric carbon at scale. Their goal is to deliver a modular, high-efficiency system that can be deployed in industrial sites and direct air capture settings. This meant crafting a brand that reflected both the rigour of the technology and its ambition to move quickly at global scale.
We defined the brand strategy from the ground up, shaping RepAir’s purpose, positioning, personality and proposition before building a visual and verbal identity to match. Inspired by airflow and motion, the design system reflects the continuous process of air being drawn in, purified and released. The logo captures this cycle of transformation, while the palette blends industrial texture with open-sky tones to represent both precision and possibility. The visual language extends across product, digital and investor communications, supported by a tone of voice that balances technical credibility with human ambition.
RepAir Carbon’s new brand has become a clear expression of what industrial climate innovation can look like. Since launch, the company has secured a $15 million Series A investment to accelerate commercial-scale production of its low-energy carbon capture units, which operate with up to 70% less energy than traditional systems. The technology is now part of large-scale demonstration partnerships, including the Pelican DAC Hub in the United States, signalling a major step towards gigaton-level carbon removal. With a brand built around clarity, motion and purpose, RepAir Carbon continues to lead with confidence as it scales solutions for a cleaner future.
